There are several factors to consider when deciding whether to incorporate Adsense into your website. Many feel that it diminishes their brand, while others see it as a useful tool for visitors to generate revenue and make their content profitable.
The choice can largely depend on the commercial goals and purpose of your website. Many businesses that sell products choose to place AdSense ads on their websites. It seems like a strange choice that opens up opportunities for competitors to promote their service or product to your potential customer base.
Many publishers say they only do this to allow companies that provide additional services to advertise. There is some merit to these claims, as those selling pillows, for example, could provide advertising opportunities for those selling bedding.
While it would make sense, there are still those online retailers who allow competitors to infiltrate their audience. Many argue that there are still advantages to allowing your direct competitors to advertise on your site. One is that if visitors wish to see your competitors, they will be able to see them through a Google search regardless. That may be true, but the thought of an established brand like coco-cola having a Pepsi ad on their website is not even possible.
Another factor that is considered in this situation is that the website owners do not feel that Adsense is effective in making conversions. They believe that visitors who would click on ads are not highly qualified customers because they would quickly get to the materials or products that interest them.
Although Adsense is a questionable choice for online sellers, it is certainly a good add-on service for other kinds of online publishers. For example, a website that provides a free service like dictionary.com has high traffic and is able to make their service profitable through AdSense. This was the case with bloggers who initially provided content for free and were unable to achieve the scale required for direct contracts with advertisers.
This could also apply to other previously free services, including broader forms of information broadcasting and, for example, news. In 2006, a man who later published a selection of videos claimed to be earning $19,000 a month through AdSense and claims he was also contacted through Google to help him increase the CTR (Click Through Rate) he achieved. The idea of success like this has been a major factor in stimulating online publishers to opt for Adsense.
Many publishers also claim that AdSense makes their website look more professional. Those who are able to contract with advertisers are generally considered to be service providers with a lot of appeal, so those unfamiliar with the program may feel that the Adsense advertiser is in that position.
However, Adsense is also compliant with those publishers who only use the service to provide links to advertisements. Everyone has searched Google, clicked on an AdWords ad, and landed on a website that reads the top ten resources on… This is a major problem, as well as generally something that frustrates surfers. If people see Google ads listed there, and then see Google ads on another site, they may align that site with consumer practices that are unfriendly. So this is a problem that Google needs to address in order to keep Adsense as a serious service.
Regardless of the drawbacks and sites the service may not be suitable for, it is still a useful tool for web visitors. Those who visit the website and click on the link provide revenue to the publisher, while those who provide free services can generate revenue.
The only fear Google has is that competing PPC programs offer publishers better deals and they decide to go elsewhere, taking advertisers with them. Ultimately, though, it's best for advertisers and publishers to largely stay in the same PPC circle.
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